When it comes to Web analytics, Google is king. Many of my agency’s clients use it, and if they don’t, we recommend they do.
Google Analytics is a comprehensive tool that integrates seamlessly with Google’s paid search offerings. It has everything that most organizations need in one place, so it’s where many marketers go when they want to gauge their digital efforts’ ROI.
Google Analytics is not the only game in town, however. Though it might be stellar (and free), your organization might warrant something more specialized.
Below are other analytics tools worth exploring:
Clicky tracks all analytics in real time-something Google can achieve only for certain metrics. Each time you log in to Clicky you get real-time data on every metric tracked, including visitors on your site at that moment.
It also provides extensive information on user behavior. For example, you can gather detailed information on a user’s actions during a visit and generate a heat map of his actions. It can facilitate your nimble campaigns by enabling you to make rapid adjustments and back up those changes with data.
Clicky’s free version should be suitable for many organizations, but if your website routinely pulls in more than a million monthly page views, there is an enhanced version that starts at $10 per month.
Church Analytics is an ideal platform for organizations new to analytics. Not only does it provide a number of features that Google doesn’t—including real-time tracking for all analytics and integration with services such as Bit.ly, Twitter and Feedburner—but it also provides an elegant, user-friendly interface.
Unlike Google and Clicky, Church Analytics isn’t free. However, with a $79 per year subscription fee, it remains affordable for many organizations.
KISSMetrics is a highly targeted analytics tool that tracks user behavior leading to conversions, which makes it a compelling platform for e-commerce sites or subscription-driven services.
Like Clicky, KISSMetrics can identify a user’s actions from the first page view through conversion, even if that user accessed your site through multiple devices.
Other novel features include A/B testing, revenue reports by channel and reports that track changes in user behavior. Given its focus on conversion-and building your site to optimize it-KISSMetrics might not be best for a blog. If you want your website to drive revenue, though, it’s worth a look.
KISSMetrics subscriptions start at $200 a month.
Clicktale also provides access to industry consultants to help you convert insights into action.
The platform offers a variety of plans at different prices based on the data you hope to track. Plan information is available through Clicktale’s sales reps.
Though relatively new to the analytics market, CloudFlare offers a unique angle: analytics combined with site performance optimization and security.
A strong platform for websites dealing in sensitive customer data, CloudFlare is not only an analytics tracker, but also an intermediary that filters out bandwidth-guzzling crawlers and bots, as well as malicious attacks on a website’s network.
Moreover, CloudFlare uses data gathered from other websites on its service to continually weed out new threats to site performance and user security.
It offers free plans as well as paid options that start at $20 per month.
Map your objectives before you decide
Google Analytics might not always be the best tool for your business.
Before you choose one, consider what you want from your Web analytics data. Do you want to enhance the user experience? Increase sales? Improve performance?
There are tools that can help you achieve those goals while providing many of the same metrics as Google. The platforms discussed above are only the tip of the iceberg. Do some digging to determine which platform will help you meet your objectives.
A version of this article originally appeared on Bliss Integrated Communication’s Bliss Blog.